根據2018年聯合國氣候談判準備會議指出：全球的旅遊業所產生的溫室氣體總排放量，相當於全球總排放的8%。因此綠色旅遊之議題值得探究。故以「計畫行為理論」探究遊客從事綠色旅遊之影響因子。研究採用問卷調查法，主要以「兩年內曾進行過兩天一夜以上的旅遊經驗之遊客」為調查對象，採用便利抽樣，以Likert五點式量表衡量之。共計取得445份問卷，實得有效問卷430份，並運用SPSS以及結構方程模組(SEM)來進行資料分析與假設的驗證。本研究結果發現：1. 遊客從事綠色旅遊的「認知」對其「態度」有正向顯著影響。2. 遊客從事綠色旅遊的「態度」對其執行綠色旅遊的「行為意圖」呈現正向顯著影響。3. 遊客從事綠色旅遊的「主觀規範」對其執行綠色旅遊的「行為意圖」呈現正向顯著影響。4. 遊客行綠色旅遊的「知覺行為控制」對其「行為意圖」沒有顯著影響。5. 遊客行綠色旅遊之「行為意圖」對其「實際行為」之影響為正向顯著。6. 遊客從事綠色旅遊的「知覺行為控制」對「實際行為」呈現正向顯著影響。 研究結果希望能提供給予政府單位、以及綠色團體單位、以及旅遊觀光業者及未來的研究者參考。 According to the 2018 United Nations Climate Negotiation Preparation Conference, the global greenhouse gas emissions generated by the global tourism industry are equivalent to 8% of the global total emissions. Therefore, the issue of green tourism is worth exploring. In this study, we use the ＂the Theory of Planned Behavior＂ to explore the factors that influencing tourists to engage in green tourism. The questionnaire survey was used in the study, which mainly focused on ＂tourists who had travel experience of more than two days and one night in two years＂, using convenience sampling and measured by Likert 5-point scale. Distributed totally 445 questionnaires, 430 valid questionnaires were obtained, SPSS and Structural Equation Modeling (SEM) were used to analyze the data and verify the hypothesis. The results of this study found that: 1. The ＂cognition＂ of tourists engaged in green tourism has a positive and significant impact on their ＂attitude＂.2. The ＂attitude＂ of tourists engaged in green tourism has a positive and significant impact on the ＂behavior intention＂ of implementing green tourism.3. The ＂subjective norms＂ of tourists engaged in green tourism have a positive and significant impact on the ＂behavior intention＂ of implementing green tourism.4. The ＂perceived behavior control＂ of tourists engaged in green tourism has no significant effect on ＂behavior intention＂.5. The impact of tourists' ＂intention to conduct＂ in green tourism on ＂actual behavior＂ is positively significant.6. The ＂perceived behavior control＂ of tourists engaged in green tourism has a positive and significant impact on ＂actual behavior＂. The results of the study hope to provide reference for government units, green group units, tourism and tourism companies and future researchers.
